This book examines emerging theories, frameworks, and applications
of global marketing for the 21st century. It highlights how global
marketing is changing in a globalized and digital economy that is
fast increasing in complexity and uncertainty. The traditional
approach to global marketing is no longer sufficient to address the
emerging issues in global markets. Global companies need to
challenge traditional assumptions in global marketing in an era of
shifting political, cultural, economic, and technological changes.
They need to take a fresh look at the contemporary threats and
opportunities in markets, institutions, and technology and how they
affect entry and expansion strategies through careful
re-calibration of the marketing-mix. This book offers new insights
for global marketing that addresses these issues. This book should
be an ideal resource to both academic scholars and reflective
practitioners globally such as CEOs and chief marketing officers as
well as government officials and policy makers interested in
formulating strategies/policies for global marketing activities in
the face of a globalized and digitized economy. This well-crafted
research volume is an excellent addition to the growing literature
on new trends in international marketing. The authors present the
latest insight on the impact of phenomena such as cross-border
e-commerce and digital markets, and they discuss new tools for
political risk assessment, international branding and more broadly
the reconfiguring of marketing-mix strategies - A powerful reminder
that the new global market remains a rugged landscape. - Alain
Verbeke, McCaig Research Chair in Management and Editor-in-Chief
Journal of International Business Studies, University of Calgary,
Canada. Emerging trends in institutions, markets, and societies,
along with new technological advances, are redefining the scope and
strategy in global marketing. Professors Agarwal and Wu have
assembled a remarkable collection of cutting-edge topics and issues
that capture the shifting paradigm and contemporary developments in
the global marketing field. This is an informative and timely
resource that makes a valuable contribution, useful for both
scholars and business practitioners of global marketing. -
Constantine S. Katsikeas, Arnold Ziff Endowed Research Chair in
Marketing & International Management, Editor-in-Chief Journal
of International Marketing, University of Leeds, UK. This book
presents new and cutting-edge thinking at a time when the
traditional views of international marketing need to be scrapped.
Convergence forces are creating new opportunities as well as
threats on a daily basis, and marketing practitioners as well as
scholars must be forewarned as well as forearmed on how to deal
with these changes. The real growth is coming from the emerging
nations, and the theories that provided sufficient insights ten
years ago have been completely outmoded by the ever-accelerating
rate of innovation and technological change as well as the
pressures to address the needs of all of the firm's relevant
stakeholders. The strategic insights provided here are absolutely
invaluable. Don't miss an opportunity to read this book!! - John B.
Ford, Professor of Marketing & International Business, Eminent
Scholar & Haislip-Rohrer Fellow, Editor-in-Chief, Journal of
Advertising Research, Old Dominion University, USA.
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